Robert Louis Stevenson said, "Everyone lives by
selling something." You sell yourself with a resume or portfolio. You
sell your company news with a press release. You sell your ideas and
expertise with promotional materials, website content and corporate
communications.

In business communications, the power of
words lies in their capacity to change behavior. Whatever your
objectives, you can achieve more by choosing words that sell. How?

Inform and Intrigue

Inform and intrigue your reader with a clear benefit
statement. Tell your reader specifically what they will gain by taking
the action you suggest:

With your approval of the software upgrade, we can reduce project overruns by 20% within seven days.

By partnering with Sally Bacchetta for this project,
Your Company will gain expanded creative services and unique insight
into the pharmaceutical industry.

Attend this workshop and learn how to close more sales today.

Each of the preceding statements answers the
question that is always foremost in your reader's mind: "What's in it
for me?" If you develop your communication around a clear benefit
statement you increase the likelihood of a favorable response. (There's
another one for you.)

Be Positive

Behavior is often driven by emotion. Whether you're making a
request or selling a product or idea, you will be most successful by
using language that promotes positive emotions.

For example, I wouldn't purchase anything
that I think is cheap, but I appreciate a bargain as much as anyone,
and I feel even better about a cost-effective solution. Why is that?
Because the word 'cheap' connotes shoddy or inferior quality and makes
me feel like I've made a poor decision. On the other hand, if I find a
'cost-effective solution' I feel smart and confident. I'll take two!

Respect Your Reader's Mind

Show respect for your reader's intelligence by avoiding
outlandish claims and hyperbole. That's not positivity; that's
overselling. Most people are sophisticated enough to be wary of words
like 'revolutionary' and 'marvel', because so few things truly are. If
you're using words to hype yourself or your product, chances are you
haven't clearly defined your benefit statement. Begin again there,
because if you don't know why I should hire you - or subscribe to your
newsletter or visit your website - how are you going to motivate me to
do so?

Respect Your Reader's Time

We each have twenty-four hours to spend today. Every word
you write draws time from your reader and draws your reader either
closer or further in relationship to you. Respect their time by getting
to the point sooner than later. State your objective early so that your
reader has a mental framework for the rest of your communication.

If you think you have to lure your reader in and
then spring a pitch, you should find someone else to write for you.
Seriously. Struggling through page after page of teaser copy, searching
desperately for the bottom line, is just plain frustrating. If you
believe in your purpose, make it clear.

Be Authentic

Selling anything requires self-action before other-action.
The surest method for choosing words that sell is to find words that
sound like you. Find words that feel right. If you can't imagine saying,
"Discover the secret that millions already know. Order before midnight
tonight!", then don't write that.

Remember that your written communication is an
introduction or a supplement to you. The words you choose tell your
reader who you are, so represent yourself authentically, and write the
way you speak.

Your writing will be stronger if you develop a
habit of checking your internal power gauge when you write. Have you
chosen words that motivate and influence? Is your writing interesting?
Does it sound like you? Yes, yes, and yes? Sold!